How Soft Power Fades
When a civilization is at its high, it can dominate the neighbourhood literally and figuratively. Often via force (or threat of force). But also by influence and admiration. What we call hard power and soft power . While the causes for the eventual decline of hard power are talked about, what about the decline of soft power? Arnold Toynbee believed the cause for that was entirely social . Which makes sense, since soft power is social after all. So what was Toynbee’s theory? Initially and for a long time, the “creative minority” within that civilization is the driver of new ideas, new technologies, new achievements. But at some point, they “lose their creative power, turn self-obsessed and focus all their energies on self-preservation”. The word used in modern lingo to describe this group is “elites” . The majority begins to lose faith in the creative minority and with that, the splintering of the civilization begins. Toynbee goes into the details of the...